C3NY Social Signals

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  • 1. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing
  • 2. #C3NY FRANCIS SKIPPER 2 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  • 3. #C3NY STATE OF SOCIAL & SEARCH
  • 4. #C3NY DECEMBER 2010… 4 “We do use Twitter and Facebook links in ranking as we always have in our web search rankings” - Matt Cutts
  • 5. #C3NY MARKETERS WERE ALL LIKE: 5
  • 6. #C3NY LAST MONTH… 6 “Sike! Suckers…” - Matt Cutts
  • 7. #C3NY IT WASN’T THE FIRST TIME… 7
  • 8. #C3NY8 WE WERE ALL LIKE:
  • 9. #C3NY BUT, WE’VE SEEN THE CORRELATION BETWEEN SOCIAL ACTIVITY AND HIGHER RANKINGS 9
  • 10. #C3NY SO HAS MOZ… 10 “Now in 2013, there's strong reason to suspect…that the relationship between posting to Google+ and higher rankings goes beyond correlation into the territory of actual causation.”
  • 11. #C3NY AND SEARCHMETRICS 11 “Social signals continue to correlate very well with better rankings” Social signals Traditional ranking factors SEO Ranking Factors – Rank Correlation 2013 for Google USA
  • 12. #C3NY SO, WITH THIS IN MIND… 12 “MUAHAHHAHAHA!!” - Matt Cutts SUCKERS!
  • 13. #C3NY LET’S TALK ABOUT SOCIAL AND SEARCH
  • 14. #C3NY EVOLUTION OF SOCIAL AND SEARCH 14 Likes, Shares, Follows Social Media Search Traffic Queries Indirect Social Media Search Results SEO Direct Social Media Page Ranking Social Signals Pre-2010 2010 Today
  • 15. #C3NY TRADITIONAL RANKING FACTORS “OL’ SKOOL” 15 Technical Content Links The 3 C’s Code Content Connections
  • 16. #C3NY NEW RANKING FACTORS 16 Content Diversity, Depth & Type Keyword Research & User Intent Link Building Social
  • 17. #C3NY SOCIAL RANKING FACTORS 17 • How many social followers/fans you have • How many re-tweets, likes, shares, +1s, YouTube embeds • Who is sharing your content, their authority, their reputation • Popularity and quality of content • Timeliness and “trust” of content • Patterns
  • 18. #C3NY BUT SOCIAL ISN’T A SILVER BULLET 18
  • 19. #C3NY “LOW-HANGING FRUIT” – RESULTS FROM SOCIAL SIGNALS
  • 20. #C3NY20 PageRanking Level of Effort “LOW-HANGING FRUIT”
  • 21. #C3NY WHY IS THIS IMPORTANT? 21 of searchers never scroll past the first page of search results* *Search Engine Journal
  • 22. #C3NY PAGE ONE HAS REAL BIZ VALUE$$ 22
  • 23. #C3NY SO HOW DO WE LOOK FOR LOW HANGING FRUIT? 23
  • 24. #C3NY YOU CAN GO DEEPER TO LOOK AT EFFORT LEVEL 24 *Optional – tag keywords as LHF and watch growth
  • 25. #C3NY IDENTIFY “LOW-HANGING FRUIT” Send these to social!!
  • 26. #C3NY26 ENCOURAGE USE OF SOCIAL KEYWORDS #Homedecor tips on floor coverings from the experts – our #8x8 #arearugs are a warm addition to any space! http://bit.ly/3hQYj #Rugs Make a space feel instantly cozy with an 8x8 rug – learn how in our latest blog post http://bit.ly/3hQYj #rugs #homedecor #smallspaces #arearugs #8x8rugs Check out how our signature 8x8 rugs pull together a room in our latest blog post http://bit.ly/3hQYj
  • 27. #C3NY27 POSTS AND LIKES AREN’T END OF STORY
  • 28. #C3NY FEEL FREE TO REWARDSOCIAL SHARING
  • 29. #C3NY • Informational Queries • Answers • How to’s • Top 5’s PORTABLE CONTENT
  • 30. #C3NY PORTABLE CONTENT “Ride the News” – Trending Topics But be careful…
  • 31. #C3NY Links to social properties on website Share buttons with content MAKING SHARING SILLY SIMPLE
  • 32. #C3NY MINI CASE STUDIES
  • 33. #C3NY RUCKUS SPORTS
  • 34. #C3NY RUCKUS SPORTS - PITTSBURGH RACE • Pittsburgh Race (new 2013) • No rankings In May • New Content on Brand website • Encouraged social sharing around Pittsburgh Ruckus Race • Posted social content using Pittsburgh + Keyword • Rankings for “Pittsburgh” terms increased leading up to and after race day
  • 35. #C3NY PINE CONE HILL
  • 36. #C3NY PINECONE HILL – MATELASSÉ QUILTS • Pine Cone Hill featured “matelassé” “quilts” in content throughout early summer across multiple social platforms • Kwd -specific posts were promoted through mid- August and resulted in social shares • September 1st –keywords see an increase in rankings • Incremental Sales Increase during this period
  • 37. #C3NY IN CLOSING…SOCIAL SIGNALS: • We’ve all seen strong correlation • Social keyword strategy should be a part of your overall SEO content strategy • Not a silver bullet • Look at the data, not the hype 37
  • 38. #C3NY QUESTIONS AND DISCUSSION 38 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  • 39. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing